Social media shapes adviser-client engagement

More than one third of financial advisers are using social media to connect with their clients, with Facebook and LinkedIn popular, a survey conducted by Beaton Research has found.

According to the survey – which interviewed more than 200 advisers and was commissioned by Zurich Financial Services Australia – more than half of respondents are connected to their business development managers through social media, using it both for business and social goals.

“We have been charting the exponential growth in the use of social media within the financial advice sector for some time. This latest survey indicates that its relevance and use as a business tool is continuing to grow at a considerable rate,” said Zurich general manager of retail Phillip Kewin.

“Not surprisingly, the most prolific users of social media are younger financial advisers who have been in the industry for between five and 10 years.

“This demonstrates that the next generation of advisers are helping shape the future of the industry through their enthusiasm and understanding of social media as an effective business development and communications tool.

“Of those advisers who are connected to their BDM via social media, 59.9 per cent interact on business issues only, compared to 39.7 per cent who mix both business and social issues. Interestingly, 42.3 per cent of wealth management advisers mix business and social issues compared to 36 per cent of life risk and financial advisers.”